Thailand Promotes Sustainable Tourism with Cultural Soft Power
Prime Minister Paetongtarn Shinawatra visited Phuket on Friday to address the Thailand Sustainable Tourism Conference (TSTC) 2025 and champion the role of soft power in revitalizing the nation’s tourism sector. This visit underscores Thailand’s increasing focus on sustainable tourism practices as it prepares to host the Global Sustainable Tourism Conference (GSTC) in April 2026. The Prime Minister’s presence at the Phuket Rajabhat University Convention Centre signaled the government’s commitment to fostering a dialogue on balancing economic growth with environmental responsibility and social equity. The Bangkok Post reported on the Prime Minister’s planned visit and the conference’s objectives.
Ms. Shinawatra’s address centered on the concept of soft power—the ability to influence through cultural attraction rather than coercion. This strategy leverages Thailand’s rich cultural heritage, renowned hospitality, and stunning natural landscapes to attract tourists and build a positive global image. The Prime Minister also engaged in discussions with various agencies regarding tourism promotion strategies, further emphasizing the government’s proactive approach to revitalizing the industry.
The TSTC 2025 aims to raise awareness about sustainable tourism development by balancing economic, social, and environmental factors, and encouraging tourism business operators to adopt sustainable practices.
Government spokesman Jirayu Houngsub highlighted the conference’s crucial role in equipping the tourism sector to navigate market volatility, economic fluctuations, and emerging environmental challenges. The TSTC serves as a vital platform for public-private collaboration, encouraging the adoption of sustainable practices across the industry.
Historically, Thailand has heavily relied on its tourism industry, contributing significantly to the national economy. However, the recent pandemic and growing global concerns about environmental sustainability have necessitated a shift towards more responsible tourism practices. This echoes similar trends seen in other tourism-dependent countries, such as Costa Rica and Iceland, which have prioritized ecotourism and sustainable development.
The emphasis on soft power reflects a broader global trend where nations are increasingly recognizing the economic and diplomatic benefits of cultural influence. South Korea, for example, has successfully leveraged its popular culture, including K-pop and Korean dramas, to enhance its global standing and attract tourism. Thailand, with its unique cultural assets, is well-positioned to follow a similar trajectory.
The potential consequences of this initiative are far-reaching. Successful implementation of sustainable tourism policies could lead to a more resilient and equitable tourism sector, benefiting both local communities and the environment. It could also enhance Thailand’s international reputation as a responsible and attractive tourist destination.
Mini-FAQ
- What is soft power? Soft power is the ability to influence others through cultural and ideological appeal rather than through force or coercion.
- How does this relate to sustainable tourism? Thailand aims to use its cultural attractiveness (soft power) to promote tourism that is also environmentally responsible and beneficial to local communities (sustainable tourism).
In conclusion, Prime Minister Paetongtarn Shinawatra’s visit to Phuket and her address at the TSTC 2025 mark a significant step in Thailand’s journey towards sustainable tourism. By embracing soft power and fostering public-private partnerships, Thailand is striving to create a tourism industry that is both economically viable and environmentally responsible, positioning itself as a leader in the global movement towards sustainable development. This initiative has the potential to reshape the future of Thai tourism and solidify the country’s reputation as a desirable and responsible destination for travelers worldwide.
